Future, whose real name is Nayvadius DeMun Cash, has an eclectic personal style spanning varsity and souvenir jackets, camouflage, hoodies, trucker caps and mountie hats. Sunglasses and statement-making jewelry are a given.
The collection is still under wraps, but the executive said it would “incorporate known Lanvin design elements alongside ideas fueled by Future’s creative direction.” This year marks the 50th anniversary of the popular music genre, which has had a tremendous influence on “The collection is conceived as a democratic range that we believe will appeal to our collective fans and followers and clients across geographies and demographics,” Shukla said, stressing “it is not driven by what we often see in the market as easy collaboration ‘merchandise.'”
The new Lanvin Lab project was ushered in a part of a broader reset by the American executive, who joined the French company from Theory at the end of 2021.
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